“Dilly Dilly”: Anheuser-Busch’s trademark phrase that is taking the nation by storm. For those who have no idea what I’m talking about, kindly take a few short moments to watch this video and this one.

Known for its already stellar marketing campaigns, Anheuser-Busch has taken things to the next level with these medieval ads. People are already selling “Dilly Dilly” t-shirts online, further proving that the trademark has become quite the cultural phenomenon! However, the mania doesn’t stop there.

They say the highest form of flattery is imitation—but not when there is a trademarked slogan involved. Modist Brewing Company made a new concoction called “Dilly Dilly Mosaic Double IPA,” evoking a response from Anheuser-Busch that has garnered almost as much attention as its first “Dilly Dilly” commercial.

Instead of slapping Modist Brewing with one of those boring and stuffy cease-and-desist documents full of legal jargon that no one understands, Anheuser-Busch delivered its sanction in a decidedly medieval, not to mention immensely amusing, way.

Anheuser-Busch may have taken a page out of Netflix’s book after the company garnered positive PR for its cease-and-desist letter delivered to an unauthorized “Stranger Things”-themed pop-up bar.

Whatever the case may be, Anheuser-Busch successfully handled a small crisis (I say small because they effectively put out the flames before it could become anything larger) in a way that protected its brand by showing its consumers and competitors alike that they are a company that values creativity and encourages engagement.

As for the “Dilly Dilly” t-shirts, Anheuser-Busch stated that they wouldn’t be suing those people. “We want everybody to ‘Dilly Dilly’ in their life, so [it’s] no problem,” said Anheuser-Busch’s InBev Chief Marketing Officer, Migel Patricio.